Updates to Consent Mode for traffic in European Economic Area (EEA)

This article is for customers who use Google's online and offline solutions and receive data from end users in the European Economic Area (EEA).
Google Ads Tutorials: Maintain tag-based remarketing by capturing consent

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As a part of Google’s ongoing commitment to a privacy-centric digital advertising ecosystem, we are strengthening the enforcement of our EU user consent policy. Advertisers must adhere to the EU consent policy to use ad personalisation. In 2024, our enforcement action will also impact measurement features and apply to data from:

  • Websites: Tags that send data to Google.
  • Apps: SDKs that send data to Google.
  • Data uploads: Tools to upload data from non-Google sources, such as offline conversion imports or shop sales.

To keep using measurement, ad personalisation and remarketing features, you must collect consent for use of personal data from end users based in the EEA and share consent signals with Google. The requirements also apply if you are using Google Analytics data with a Google service.

If a user from the EEA is using your website or app and you measure user behaviour with Google tags, you need to pass through end-user consent choices to Google. Consent mode allows you to adjust how your Google tags behave based on the visitor's interaction with the consent banner on your website.

To support you with collecting granular user consent, Google has updated the consent mode API to include two additional parameters:

Name Type Description



Sets consent for sending user data to Google for advertising purposes.



Sets consent for personalised advertising.

Note: Disabling personalised advertising using allow_ad_personalisation_signals, yields the same results as using ad_personalisation. If you set both parameters with conflicting values, personalisation is disabled. To honour user choices, implement ad_personalisation.

See the consent mode reference for an overview of all consent mode parameters.

Next steps

If you have a consent banner and use consent mode

  • If you already use consent mode and don’t engage in personalised advertising, such as remarketing, you don’t need to take any action.
  • If you currently use consent mode and need to engage in personalised advertising:

If you have a consent banner and do not use consent mode

If you load the Google tag and haven’t implemented consent mode, implement consent mode to use the full range of Google's advertising capabilities:

  • If you use a Google-certified consent management platform (CMP), enable consent mode in your banner settings.
  • If you prevent your Google tags from loading until a user interacts with your consent banner, Google will not be able to verify user consent choices and this may lead to loss in data.

If you don’t have a consent banner and do not use consent mode

  1. Learn why it’s important to manage user consent.
  2. Set up a consent banner on your website. If you choose a banner provided by a Google-certified partner, make sure that you enable consent mode in the banner settings.
    If you decide to build your own banner, implement consent mode manually.

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